Marketers ‘unprepared’ for opportunities of big data

A World Federation of Advertisers survey of marketers has revealed that nearly three quarters are struggling to take advantage of the opportunities presented by big data.

The report, based on a survey of 47 WFA (World Federation of Advertisers) members and carried out in Q2 2013, claimed that many members find the term ‘big data’ “unhelpful”, despite feeling that it is an area of critical importance.

88% agreed that big data is vital for current and future business decision-making, helping them in particular to improve understanding of ROI, but over half said they struggled with the volume of data being generated. Almost as many also said that they found it a significant problem to “deploy insights practically across the business.”